Corporate image
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A corporate image refers to how a corporation is perceived. It is a generally accepted image of what a company "stands for". The creation of a corporate image is an exercise in perception management. It is created primarily by marketing experts who use public relations and other forms of promotion to suggest a mental picture to the public. Typically, a corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers, create share of mind, generate brand equity, and thus facilitate product sales.
A corporation's image is not solely created by the company: Other contributors to a companies image could include news media, journalists, labour unions, environmental organizations, and other NGOs.
Corporations are not the only form of organization that create these types of images. Governments, charitable organizations, criminal organizations, religious organizations, political organizations, and educational organizations all tend to have a unique image, an image that is partially deliberate and partially accidental, partially self-created and partially exogenous.
Corporate image and product positioning
A corporate image should be consistent with the positioning of the companies product, product line, or brand. Any inconguency between the overall corporate image and the positions of individual product offerings will be confusing to potential customers and will tend to reduce sales revenue. For example, an oil company that has the image of being environmentally unfriendly will not be successful selling products that they try to position as "green". A company in such a situation should either: withraw from the "green market", invest in promotional activities that will recast their corporate image in a greener hue, and/or follow a more environmentally friendly path. A good overall corporate image can be seen as the sum of all the images associated with the firm's individual product positions.
The corporate name and logo must also be consistent with the overall corporate image. If you wish to craft a scientific/technical/innovative corporate image you would not call your company Mystic Sunchild, nor would you use a logo like the NBC peacock.
Likewise with advertising themes and distribution partners; they must also be consistent with your overall corporate image. If, for example, you wish to create a luxury/high-end corporate image, you should not distribute your products through Walmart nor use slapstick advertising themes.
A successful corporate image must also be believable. That is, the image must be relatively close to your actual behaviours to be credible.